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The most successful brand owners get a significant part of their revenue growth from new products that are less than 2 years old. However, these activities need to be achieved in a business environment where resources are increasingly coming under pressure to perform within cost in conjunction with increasing work loads.

Many businesses are now outsourcing expertise in product development in order to ensure that key product development programmes are undertaken within strict time frames to realise windows of market opportunity.

Brand Oxygen's services are designed to integrate within the existing business processes of brand owners in order to define new winning products and to ensure market deadlines are met through new product commercialisation programmes.

The methodolgy shown above is indicative of how a typical 'winning product' definition project would be undertaken with full access to market research, category management data and the utilisation of internal/external creative resources to identify potentially winning products.

Brand value is increased by bringing in category management and research processes that ensure new products will have the necessary category credentials, consumer and customer propositions to achieve store distribution targets and category standout.

This type of project work is often undertaken to explore market concepts as part of brand/product development programmes that are signed off within a strategic brand plan. The approved outputs form the basis on a new product development proposal that can be entered into formal product development programmes that receive the full attention of the business.

David Jones can provide a full project management service for the definition of winning products as either an integrated member of an existing business team or on a stand alone basis co-ordinating with external agencies and reporting directly to the project sponsor.